Solution

Everyone has an opinion about Jägermeister, but American millennials don’t really understand or appreciate Jägermeister’s elevated German heritage. The brand wanted to harness the power of digital to change that perception and drive awareness, engagement and trial during their biggest selling season of the year: Halloween.

It doesn’t take a Nostradamus to realize that the future seems more uncertain than ever. As a result, our target spends more time seeking out tools that might shed light onto what’s to come, boosting the popularity of fortune-telling techniques like astrology, zodiac and horoscopes.

We decided to translate the brand’s heritage into a custom Augmented Reality tarot card experience coined “Divine the Darke”, that offers consumers a glimpse into what their futures might hold.

Each reading comes to life an as immersive AR experience delivered through Snapchat.

From a visit to the Herbologist’s ingredient-filled shop to a hunt for the brand’s iconic stag in the mysterious Darke Woods, each lens functions as a tarot card fortune inspiring the possibilities of the night, and suggesting a Jägermeister cocktail pairing to go along with it. Snapcodes embedded in on and off-premise collateral like custom coasters bridge the gap between the digital and physical experience.

Results

The campaign outperformed Snapchat engagement metrics across the board—driving a 6.25% share rate, versus the average of 1.3%, and play time of 124 seconds versus the average of 12 seconds.